’s Alexey “Solo” Berezin partners with Gillette for ad campaign Dota 2 support player, Alexey “Solo” Berezin has partnered with Gillette as the face of its new ad campaign. The campaign was kicked off with Solo featured in his own commercial in Russian.

Solo commented on the new partnership: “Every man dreams of becoming the face of such an iconic brand as Gillette. I have succeeded only thanks to the trust from the company’s side. Life has tested my limits many times, and I know from experience that this battle has nothing to be trifled with, including the way one looks”.

Solo now joins the likes of Neymar Junior, Alexander Ovechkin, Roger Federer, and Tiger Woods as the new “face” of the Gillette brand while the company continues to expand throughout esports.

A Gillette Russia Representative also commented: “The partnership with Solo is the most exciting and crucial event for Gillette in Russia. We want to emphasize the highs and lows, temporary obstacles and life lessons in every men’s life with our ad campaign featuring Solo.”

Berezin’s teammate, Roman “RAMZES666” Kushnarev, was also featured in a similar ad campaign just last week for Head & Shoulders.

Gillette has been involved in esports for quite some time now with partnerships with Overwatch League team Boston Uprising, Team SoloMid, ESL Meisterschaft and the League of Legends Brazilian Championship.

Esports Insider says: While Gillette has been a non-endemic investor in esports for a couple of years now this is one of the first visual campaigns we’ve seen come to light. The advertisements is not only big for Solo and as an organisation but for Russian esports, as the company caters to the players home region. The campaign also not only furthers a non-endemic partnership but clearly aims specifically at the male audience, a factor we’ve not seen many brands take a direct step towards until now.

Subscribe to ESI on YouTube